GBP Breakdown Guide for Tradies | Google Business Profile Optimisation

Your Google Business Profile (GBP) is the single most important piece of free marketing your trade business has. It is the listing that shows up when someone searches your name or your trade on Google and Maps. It includes your address, phone number, hours, reviews, photos, and posts.

If you haven't claimed your profile yet, you are invisible to most of your potential customers. Simple as that.

Why GBP Matters for Tradies

When someone's hot water system bursts at 10pm, they pull out their phone and search "emergency plumber near me." Google shows a map with 3 businesses at the top of the results. Those 3 businesses get the call. Everyone else gets ignored.

That map pack is powered by your Google Business Profile. If your profile is incomplete, unverified, or poorly optimised, you won't show up there - no matter how good your website is.

Step 1: Claim or Verify Your Profile

Go to business.google.com and search for your business. If it already exists (many do from old listings), claim it. If not, create a new one.

Google will verify you're legit - usually by postcard (takes 1-2 weeks), phone, or email. Do not skip this step. An unverified profile barely ranks.

Step 2: Fill Out Every Single Field

Most tradies fill out the bare minimum. Here is what a fully optimised GBP looks like:

• Business name - exactly as it appears everywhere else online. No keyword stuffing (e.g. "Seymour Plumbing | Emergency Plumber Smithfield" gets penalised).
• Category - pick the most specific one. "Plumber" not "Contractor." You get up to 10 categories - use them all.
• Phone number - a local number (not a 1800 number). Mobile is fine.
• Hours - accurate. If you offer 24/7 emergency service, list those hours separately.
• Service area - list every suburb you serve. This is critical for local rankings.
• Services - list each service individually. Google uses these to match you to searches.
• Photos - at least 10 high-quality photos. Before/after shots, team photos, vehicle shots. Profiles with photos get 40% more clicks.
• Posts - add a GBP post at least once a week. Offers, tips, seasonal reminders, project highlights.

Step 3: Get Reviews

Reviews are the #1 local ranking factor. More positive reviews = higher you rank in the map pack. Period.

Set up an automated review request system that texts or emails every customer after a job. Make it dead simple for them to leave a review. Respond to every single review - good and bad.

Step 4: Use the Q&A Feature

Customers and Google both see the Q&A section on your GBP. If you don't add questions and answers yourself, random people can add them - and you might not like what they ask.

Add 5-10 common questions with detailed answers. "Do you offer emergency service?" "What areas do you cover?" "Do you guarantee your work?"

Step 5: Post Regularly

GBP posts are like mini-ads that appear on your profile. Google notices active profiles and ranks them higher. Post once a week minimum:

• Special offers ("$50 off first service for new customers")
• Seasonal reminders ("Time to service your heater before winter")
• Project highlights ("Just finished this bathroom renovation in Smithfield")
• Educational tips ("3 signs your hot water system needs replacing")

What to Track

Google gives you analytics on your GBP. Check these monthly:

• How many people found you via Search vs Maps
• What keywords people searched to find you
• How many clicked through to your website
• How many requested directions or called directly

If calls from GBP are low, your profile needs work. If they are high, your profile is doing its job.

Common GBP Mistakes Tradies Make

• Wrong category - "Plumber" not "General Contractor." Be specific.
• No photos - a profile with 0 photos looks suspicious and ranks lower.
• Not responding to reviews - Google sees this as neglect. Respond within 48 hours.
• Duplicate listings - having two GBP entries confuses Google and hurts rankings. Merge or delete duplicates.
• Keyword stuffing the business name - Google penalises "Seymour Plumbing | Emergency Plumber Smithfield | 24/7 Service" in the name field. Keep it clean.
• Ignoring Q&A - leave it empty and randoms fill it with whatever they want.

Need a hand? GBP optimisation is included in our SEO retainer. We audit, clean up, optimise, and maintain your profile each month. Book a free call.